Digital marketing is expanding at the platforms at which customer service departments already have stable methods of work. Its expansion affects customer service and leads towards creation of new business processes which will achieve close cooperation of both units.
An obvious example of the collaboration of digital marketing and customer support are business processes on social networks. Given the fact that users spend most of their free time online, companies use social media platforms for promotion of brands, products, and services. Social media channels are known for making realization of conversation among users and companies easier. So, they present same platform for fulfilment of work processes for both customer care and digital marketing divisions. To achieve unique approach to users these divisions need to cooperate.
However, there are also other forms of business which demand joint forces of both units, and we will present some of them in the following text.
Content is created by digital marketing team – however, this content can be significantly improved if marketers get advice from customer support team. Generally, content is created and then presented to targeted audience. But who knows more about users than its support? Therefore, regardless of all the possibilities of targeting the audience by marketers, their conversation with support about the targeted audience will provide them with new information that they can use when creating content and selecting the audience to which they will present improved content.
The digital marketing team will more easily achieve the conversion (e.g., sale), if targeted users clearly know what a product or service is and what are the characteristics of that product or service.
Here customer support can help marketers by presenting them with what is not clear to customers when it comes to the product/service, what the customer’s questions are, and what additional information users want.
Of course, after that, marketers can post all the necessary information online on social networks, Google, Bing, YouTube, website, etc. and generate more traffic and more conversions.
Social Media Platforms
This is the platform we mentioned earlier. Regardless of the need for collaboration, we must keep in mind that customer support and digital marketing are different departments of the company, and that each team has experts in their field of activity. Of course, it is possible to have a person in the company who knows both activities professionally, but that is the exception, not the rule.
Therefore, marketing and customer support are units that require separate trainings, strategies, tools, and programs. Social networks are indeed a key platform for marketing products/services, but it is also important that different teams within the same company use social networks effectively – users should be introduced to the same form of communication, posting, etc., i.e., a unique approach.
Collaboration between marketers and customer support is needed, but it is important to strategically define in which fields it is needed and to accomplish it properly so that each department staff does the work needed – so, customer support analysis can be a useful tool for creating successful digital marketing campaigns.
GoCloud.group customer support and digital marketing departments work closely and communicate daily, with regular weekly meetings, which help us to achieve the best results for our clients!